Who acts as a spokesperson in a tech startup?
In a startup, the answer is almost always the same at the beginning: the CEO or co-founder. They are the one who carries the vision, is identified by journalists as the legitimate contact, and embodies the company in the eyes of the public.
However, other profiles may step in on specific topics, depending on their area of expertise:
- The CTO for technical questions: product architecture, technological choices, and cybersecurity.
- The CPO or Head of Product for issues related to user experience, roadmaps, or product launches.
- The HR Director or Chief People Officer for social issues, working conditions, and recruitment challenges.
This specialization of spokespeople by domain is common practice in growing scale-ups. It allows every statement to be more credible, more precise, and less exposed to questions outside their scope.
What changes with company notoriety
Beyond a certain size or level of media visibility, public speaking can no longer be improvised. The stakes are too high: a poorly handled angle in an interview can be taken out of context, an approximate figure can fuel a controversy, and a clumsy turn of phrase can become a headline.
Companies that have reached a certain threshold of notoriety coordinate their messaging: spokespeople are briefed before every appearance, talking points are vetted, and sensitive questions are anticipated. This isn't staging; it's professional rigor.
To understand how to prepare for a media appearance: how to improve your media presence.
LinkedIn: a new arena for spokespeople
The role of a spokesperson is no longer limited to interviews and press releases. LinkedIn has become a space where executives speak directly, in their own name, on topics that impact the company. A CEO's post about a strategic decision, a stance on an industry issue, or a public comment on a current event: each of these is a form of spokesperson activity, even if it isn't presented as such.
This requires the same rigor: consistency with company messaging, verification of facts, and anticipation of potential reactions. To see how to orchestrate LinkedIn and PR for a launch: orchestrating the CEO's LinkedIn, PR, and media to maximize impact.
What we see with our clients
Executives who improvise during interviews rarely get the angle they wanted. They often give away more than intended on sensitive topics, or not enough on the points they wanted to highlight. Journalists are trained to extract what they are looking for: they know their questions before the interview and they know where they want to go.
Preparation radically changes the balance of the exchange. An executive who arrives with their 3 key messages, prepared examples, and answers to difficult questions regains control of the interview. This isn't about superficial communication; it's a professional skill that can be learned and honed.
